Bread manufacturers in the dough as British sales jump 200% in six years

SALES of Irish bread in Britain have soared 200% over the past six years. This is according to one of the market’s main suppliers, Irwin’s, which has seen an 85% growth in its own range during that time.

The company manufactures the Rankin range, which last year recorded overall sales of €19 million, which includes export sales of €15m.

The export figure accounts for sales in Ireland and Britain but not the North, where the company is based. Its range includes Guinness Wholegrain bread, which has a 17% Guinness content.

Yesterday, Tourism Ireland announced following on from the success of Irwin’s products it is making the breadmaker an “ambassador for Ireland”. The organisation said the export sales success of Irwin’s is a “unique tool” to reach British audiences with the “come to Ireland” message.

Commercial controller of Irwin’s bakery Michael Murphy said: “We are extremely proud to be considered as an ambassador for all that is great about Ireland.

“This is integral to our sustainability as an independent bakery and partnering with Tourism Ireland gives us a valuable opportunity to showcase our products very widely and reinforce their authentic Irish heritage, their key selling point.”

Tourism Ireland is partnering with Irwin’s in initiatives such as sampling events in London and Glasgow over the St Patrick’s holiday.

Deputy head of Britain for Tourism Ireland David Boyce said: “Irwin’s success in selling what is such an inherently Irish product to GB consumers helps present the overall ‘Irish proposition’ — culture, heritage, beauty and food — in that key target market.

“If you consider one-third of overseas spending in Ireland is on food and drink, it points to the importance of such strong promotion of our food production and hospitality capabilities.”